| Abstract: | In recent years, elderly population in Taiwan has increased steady,
transforming Taiwan?s society into an elderly one. Right now, Taiwan?s elderly
population to total population ratio is second amongst Asian nations, trailing
only slightly to Japan. Despite increasing demand for long-term care in Taiwan,
current existing CCRCs in Taiwan have not met their initial expectations of
running at or close to full capacity. This phenomenon has prompt me to study
different types of life-style among CCRCs residents, in order to further
understand what factors could affect one?s decision to live in CCRCs.
Hopefully, this study could assist current and future CCRCs management to
make sound marketing strategies that effectively target their intended
consumers.
This study used two steps cluster analysis to separate the resident into four
different groups, with individuals in each group having same characteristics.
The characteristics of each group are extrovert-aware, conservative-stubborn,
gossip-guilable, rational-modern.Using Chi-Square test to distinguish and
calculate two variables (subjects? population statistics and present living
conditions) with subjects? life-style to find out whether there is a correlation
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between the two. Furthermore, with the variables that cause most variance in
the test data, the study will do a cross analysis, to understand variance
condition. Lastly, the study will use discriminant analysis to investigate factors
that affect elderly wanting to live in CCRCs, in order to understand what
factors that will achieve greatest marketing effect.
The study shows, the extrovert-aware group is the biggest group living in
CCRCs with 125 subjects falling under this category. The next largest group is
rational-modern group with 104 subjects. Conservative-stubborn comes third
with 85 subjects and gossip-guilable group has the fewest subjects with 73.
Among the residents in CCRCs, most fall in the group of female, 65-74 years
old, married, living alone, elementary education, worked in the service sector,
and financially independent, with plans to continue living in CCRCs as their
first option. Moreover, the study discover that residents put the greatest
importance to living quarters amenities, service quality of CCRCs workers,
residents? food options, and group activities. Factors that did not carry a
significant weight are nearby living amenities and methods to file complaints. |
